Visit Loudoun 2016 Lodging Market Research

Transcription

1 2016 Lodging Market Research Prepared for: Loudoun County Lodging Market Research & Analysis Study Conducted: November December 2016 Final Report Submitted: December 2016

2 2016 Lodging Market Analysis Summary & Observations: Loudoun County currently has 33 hotel/motel lodging properties with 5,374 rooms that were included in the YSI study. New lodging property development in Loudoun County: a Home2 Suites Dulles Airport with 124 rooms is scheduled to open late May, Overall, transient travel was reported as the highest market segment driving 65% of room nights in Loudoun County lodging in The majority of the transient travel was reported as business transient accounting for an average of 43% of overall occupancy, while the leisure transient reported an average of 17% of room nights sold and other was 5%. Group/conference/meeting was reported as the 2 nd highest market segment at 35%. Loudoun County s lodging occupancy was on a positive trend with a slight decline in 2013 for both Dulles/Hwy-7 and properties. Data for 2016 shows continued growth with nearly every month reporting higher demand when compared to the same month in the previous year. January, 2016 was the only month YTD to report below 60% occupancy. Job well done by Visit Loudoun and their lodging partners to drive room demand throughout the entire year. April, May, June and July typically record the highest occupancy levels; November through February show lower lodging room demand. Mid-week nights (Tuesday and Wednesday) reported the highest occupancy in Dulles/Hwy-7 properties while weekend nights recorded the highest occupancy for properties. Sunday nights are slowest year-round which is typical of most lodging markets.

3 2016 Lodging Market Analysis Loudoun County, VA Lodging Study Methodology Young Strategies, Inc. (YSI) conducted a survey of the hotel/motel properties located in Loudoun County, Virginia as part of a lodging market analysis commissioned by Visit Loudoun. A short questionnaire was sent to the Visit Loudoun database of Loudoun County hotel/motel lodging properties to estimate the following key metrics projected for the full calendar year 2016: percentage of occupancy driven by 9 market segments and annual occupancy. Hoteliers were also asked to provide ranking of market segments currently being driven by the hotel s group sales force, top leisure feeder markets and top booking sources. The survey contained two open-ended questions allowing hoteliers to share any noted changes/shifts in room demand as well as future sales/marketing suggestions for Visit Loudoun. Lodging surveys were collected from November through December, Visit Loudoun provided YSI with a list of hotel/motel lodging properties in Loudoun County, VA. A total of 33 hotel/motel properties with approximately 5,374 rooms were actively collecting lodging tax at the time of the YSI lodging study and thus received the lodging survey. Note: The Salamander Resort & Spa (opened Sept 13, 168 rooms) is not included in this lodging market research. Due to its unique classification by STR (the only luxury class property in the Loudoun County market) and unique pricing structure, this property is considered an outlier in this analysis. Thus, all Loudoun County room inventory tables and graphs throughout this report do not reflect the 168 rooms of the Salamander Resort & Spa. Additionally, all lodging properties in Loudoun County with less than 20 rooms (Bed & Breakfast/Inns) were not included in this study. A total of 26 hotel/motel properties representing 4,702 rooms participated in the survey, representing an overall hotel/motel response rate of 87.5%. This response rate is excellent and one of the highest achieved in similar YSI research studies conducted throughout the U.S. Thus, the data contained in this report is considered to be a highly predictive sample of the overall market based on the geographic distribution. Loudoun County Hotel/Motel Lodging Survey Response by Geographic Area Previous studies conducted for Visit Loudoun have identified geographically segmented areas within the Loudoun County lodging market. These areas are identified in the table below as Dulles, Highway 7 and. The table outlines the total number of lodging rooms, total number of rooms that responded to the YSI 2016 Lodging Survey and the percentage of response in each of the geographically segmented areas Hotel/Motel Lodging Inventory 2016 Dulles Properties 2016 HWY 7 Properties 2016 Properties Total Hotel/Motel Inventory Total rooms 2,961 1, ,374 % of inventory 55.1% 34.2% 10.7% 100.0% Total response 2,565 1, ,702 % of response 86.6% 89.4% 85.9% 87.5% The charts and tables on the following pages outline the overall findings from the lodging properties that responded to the YSI survey. YSI estimates a margin of error (+/- 3-5%). Note: YSI team members have conducted lodging market analysis for Visit Loudoun over the last decade. Prior reports are available for comparison.

4 2016 Lodging Market Analysis Loudoun Lodging Inventory Visit Loudoun provided YSI with a list of hotel/motel lodging properties located in Loudoun County. Properties are listed in chronological order by open date Hotel/Motel Lodging Inventory Open Date Rooms Dulles = 55.1% of hotel/motel inventory 20 properties 2,961 Marriott Washington Dulles Airport Apr Holiday Inn Washington Dulles Sep Best Western Dulles Apr Fairfield Inn & Suites Dulles Airport Jan Extended Stay America (formerly Homestead Studio Suites) Aug TownePlace Suites by Marriott Dulles Aug Country Inn & Suites Dec Comfort Inn & Suites Mar Candlewood Suites Oct Suburban Extended Stay Dec Homewood Suites Dulles North Feb Embassy Suites Mar Residence Inn Dulles Apr Springhill Suites Dulles Jan Hampton Inn Dulles Airport Oct Hyatt House Sterling Oct aloft Dec Hilton Garden Inn Jan Springhill Suites Ashburn Dulles North Oct Doubletree Dulles Airport Apr Hotel/Motel Lodging Inventory Open Date Rooms Highway 7 = 34.2% of hotel/motel inventory 7 properties 1,839 National Conference Center Jul Lansdowne Resort Mar Hawthorn Suites Jan Extended Stay America Jul Hyatt Place Dulles North Apr Hampton Inn Dulles Cascades Nov Courtyard by Marriott Dulles Town Center Mar = 10.7% of hotel/motel inventory 6 properties 574 Clarion Inn (Formerly Holiday Inn at Carradoc Hall) May Days Inn Jul Best Western Apr Comfort Suites at Prosperity Center Dec Hampton Inn & Suites Nov Homewood Suites Sep TOTAL PROPERTIES TOTAL RMS 5,374 Source: STR 6YR trend report and Visit Loudoun lodging property database *As previously noted, the Salamander Resort & Spa (opened Sept 13, 168 rooms) is not included in this YSI lodging market research, as well as all B&B/Inn properties with 20 rooms or less.

5 2016 Lodging Market Analysis Loudoun County, VA STR Data Analysis Young Strategies, Inc. purchased lodging data from STR in the form of 6-year trend reports for the hotel/motel properties located in two geographically segmented areas of Loudoun County: Dulles/Highway-7 and. The STR data was purchased in Dec and reflects primarily chain-affiliated hotel/motel properties. All tables and charts shown on the following pages have been created from the data provided in the STR reports. 2,000,000 1,800,000 1,600,000 1,400,000 1,200,000 1,000, , , , , ,000 50,000 DULLES/HWY 7 SUPPLY VS DEMAND Dulles/Hwy 7 Supply Dulles/Hwy 7 Demand 1,769,367 1,769,155 1,769,093 1,742,575 1,762,879 1,768,425 1,257,293 1,188,542 1,083,130 1,106,015 1,124,311 1,063, LEESBURG SUPPLY VS DEMAND Supply Demand 209, , , , , , , , , , , , , , Year Dulles/ Hwy-7 Supply Supply vs Demand Trend Dulles/ Hwy-7 Demand Dull/Hwy % Chg Demand Supply Demand % Chg Demand ,754,130 1,104,269 ~ 209, ,630 ~ ,769,367 1,083, % 209, , % ,769,155 1,106, % 209, , % ,769,093 1,063, % 209, , % ,742,575 1,124, % 209, , % ,762,879 1,188, % 209, , % ,768,425 1,257, % 209, , % Observations: As illustrated in the graphs and table above, room supply has remained consistent with very little change over the last six years in both geographically segmented areas of Loudoun County. Fluctuations in room supply can be attributed to properties taking rooms in and out of inventory for renovations and improvements. New lodging development is in the pipeline with a Home2 Suites (124 rooms) currently under construction and scheduled to open in May, While room demand fluctuated over the 4-year period ; room demand has been on a positive trendline over the last three years,

6 2016 Lodging Market Analysis % 70.0% 65.0% 60.0% 55.0% 50.0% ANNUAL OCCUPANCY TREND Dulles/ Hwy 7 National 71.1% 68.2% 65.5% Year Dulles/ Hwy 7 Annual Occupancy Trend % of Chg % of Chg National % ~ 57.0% ~ 57.5% ~ % of Chg % -2.8% 58.4% 2.4% 59.9% 4.2% % 2.1% 59.4% 1.7% 61.4% 2.5% % -3.9% 56.4% -5.0% 62.3% 1.5% % 7.4% 57.7% 2.4% 64.4% 3.3% % 4.5% 60.8% 5.3% 65.4% 1.6% % 5.5% 68.2% 12.3% 65.5% 0.2% Year Occupancy US Hotels Key Performance Indicators % of Change ADR % of Change RevPAR Change % ~ $ ~ $64.98 ~ % 1.5% $ % $ % % 3.6% $ % $ % % 1.6% $ % $ % % 0.2% $ % $ % Observations: As shown in the table and graph above, both Dulles/Hwy-7 and s lodging occupancy has been on a positive trend over the last 3-years. Dulles/Hwy-7 outperformed National levels over the last 7-years with the exception of a slight dip in Likewise, has also been on an upward trend since 2013 and surpassed National occupancy in Reviewing the US Hotel Industry key performance indicators in both tables, one can see the significant growth in both geographic areas of Loudoun County compared to National occupancy. Since 2013, overall growth in ADR was reported as 9.4% in Dulles/Hwy-7 and 4.6% in, while National ADR growth outpaced Loudoun County at 12.3%. Source: STR annual US Hotel - KPI s, reported annually in STR Hotel News Now.

7 2016 Lodging Market Analysis % 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% DULLES/HWY-7 MONTHLY OCCUPANCY TREND Dulles/Hwy-7 Monthly Occupancy Trend Month January 47.9% 52.6% 57.0% February 52.8% 55.2% 63.6% March 62.7% 64.0% 66.9% April 69.5% 76.3% 81.3% May 78.3% 84.3% 85.6% June 80.2% 88.7% 81.8% July 75.8% 78.6% 75.1% August 69.9% 66.0% 73.1% September 68.0% 67.2% 73.5% October 68.5% 68.4% 75.7% November 53.6% 56.3% 65.1% December 46.8% 50.5% 54.3% Observations: Loudoun County lodging reports at or above the critical 60% mark for the majority of the year in both Dulles/Hwy- 7 and properties. Only 2 months in Dulles/Hwy-7 and 4 months in the properties reporting below the 60% mark % 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% LEESBURG MONTHLY OCCUPANCY TREND Monthly Occupancy Trend January 34.9% 36.9% 50.3% February 41.0% 42.5% 47.3% March 46.4% 47.6% 58.3% April 58.3% 64.5% 76.2% May 71.5% 75.7% 81.1% June 78.3% 78.9% 82.0% July 72.2% 72.5% 78.8% August 61.7% 68.1% 72.7% September 66.9% 69.1% 84.5% October 68.0% 73.3% 74.8% November 52.9% 56.7% 63.0% December 39.8% 42.9% 49.2% Occupancy percentages are reported in the 70% - 80% beginning in April and continuing through October. Slower periods are Nov Feb but that said, still performing well.

8 2016 Lodging Market Analysis Day Of The Week Three Year Occupancy (%) - Dulles/Hwy-7 Sun Mon Tue Wed Thu Fri Sat Dec 13 - Nov Dec 14 - Nov Dec 15 - Nov Total 3 Yr Day Of The Week Three Year Occupancy (%) Sun Mon Tue Wed Thu Fri Sat Dec 13 - Nov Dec 14 - Nov Dec 15 - Nov Total 3 Yr DULLES/HWY-7 DAY OF THE WEEK OCCUPANCY LEESBURG DAY OF THE WEEK OCCUPANCY Dec 13 - Nov 14 Dec 14 - Nov 15 Dec 15 - Nov 16 Dec 13 - Nov 14 Dec 14 - Nov 15 Dec 15 - Nov Sun Mon Tue Wed Thu Fri Sat 30.0 Sun Mon Tue Wed Thu Fri Sat Observations: Data shows Tuesday and Wednesday nights running highest occupancy for the week for Dulles/Hwy-7 properties, while Saturday nights followed closely by Friday and Tuesday nights reporting highest occupancy for properties. It is important to note all nights with the exception of Sunday performing above the crucial 60% occupancy mark in both Dulles/Hsy-7 and. Sunday nights are reported as lowest occupancy for the week which is typical in most destinations. This data is very reflective of the market segmentation data collected in the YSI survey whereas business transient and group/conference/meeting reported approximately 70% of occupancy for Dulles/Hwy-7 while properties reported 26% of occupancy in weddings/ reunions/family events, 20% in transient leisure and 19% for corporate groups.

9 2016 Lodging Market Analysis Dulles/ Hwy 7 ADR ADR / RevPAR Trend Dull/Hwy % of Chg ADR Dulles/ Hwy 7 RevPAR ADR % Chg ADR RevPAR 2010 $ ~ $63.20 $91.15 ~ $ $ % $61.97 $ % $ $ % $63.44 $ % $ $ % $59.24 $ % $ $ % $64.32 $ % $ $ % $71.45 $ % $ $ % $76.67 $ % $66.82 $ $ $ $90.00 $80.00 $70.00 $60.00 $50.00 $40.00 ADR & REVPAR TREND Dulles/Hwy 7 ADR Dulles/Hwy 7 RevPAR ADR RevPAR Revenue Trend Dulles/Hwy 7 TOTAL 2010 $110,860,144 $10,903,769 $121,763,913 ~ LOUDOUN COUNTY REVENUE TREND $149,565,299 $138,392,577 $121,763,913 $124,015,337 $123,590,417 $120,878,980 $115,880, Observations: The Loudoun County lodging market experienced fluctuations in revenue generation followed by solid growth Significant increases in room demand in both Dulles/Hwy-7 and properties, combined with increases in ADR resulted in an overall growth in room revenues in 2014, 2015 and 2016 by 7%, 12% and 8% respectively. % of Chg 2011 $109,639,057 $11,239,923 $120,878, % 2012 $112,227,092 $11,788,245 $124,015, % 2013 $104,802,173 $11,078,323 $115,880, % 2014 $112,087,249 $11,503,168 $123,590, % 2015 $125,961,640 $12,430,937 $138,392, % 2016 $135,589,291 $13,976,008 $149,565, %

10 2016 Lodging Market Analysis Loudoun 2016 Market Segmentation YSI Hotel Survey The YSI survey of Loudoun County hoteliers revealed the market segments that are driving overnight visitation within the destination. Corporate and group business are tracked closely by rate codes, while leisure segment data is often collected by the management team at the individual properties. ALL Dulles/ Hwy % 89.3% 10.7% 56.2% 58.2% 38.4% Total Transient 51.7% 53.6% 34.5% Transient 4.5% 4.6% 3.9% Other Market Segmentation % of Loudoun County Hotel/Motel Room Inventory 43.8% 41.8% 61.6% Group/Conference/Meeting 12.9% 12.2% 18.9% Corporate 5.5% 3.4% 25.5% Wedding/ reunions/ family events 5.3% 5.5% 3.1% Group tour/ motorcoach 6.0% 6.0% 6.3% SMERF 3.3% 3.1% 4.5% Sports 8.2% 8.9% 1.7% Government 2.6% 2.7% 1.6% Association *2016 data provided by 25 properties representing 70.5% of the room inventory lodging response increased by 7 additional properties over The lodging properties were asked to break down total transient by business and leisure. Out of the 26 hotel surveys received, 81% (21 hoteliers) provided this data. The majority of the transient travel was reported in the business segment versus the leisure travel segment. Business transient was reported in a range of 10% to 65%. The average for business transient was reported as 43%. Leisure transient was reported in a range of 7% to 25%. The average for leisure transient was reported as 17%. Observations: Transient travel was reported highest at 60% occupancy overall. Dulles/Hwy-7 reporting 53% and at 35%. The majority of the transient segment was reported as business travel with the average reported as 43% while leisure reported at an average of 17%. Loudoun County is a Group/Conference/Meeting destination with 35% of occupied rooms driven by corporate, weddings/reunions/family events, group tour/motorcoach, SMERF, team sports, government and association. Corporate was the largest group segment at 9%. STR data supported these findings with Saturday nights running highest occupancy, followed closely by Tuesday, Wednesday and Friday nights. Other accounted for the remaining 5% of room nights sold. This consisted of airline rates, construction and weather related.

11 2016 Lodging Market Analysis Loudoun County Hotel/Motels Group Sales Priorities Hoteliers were asked to share in rank order (ranking segments from 1 to 8 in highest priority) the priorities of their individual hotel s group sales efforts. Twenty-four properties responded to this question, twenty in Dulles/Hwy 7 and four in. Thus, results were also compiled by geographic area and these results are also shown in the table below with top rankings highlighted in blue for each area. Further analysis reveals variances among the priorities of hotels depending on geographic segmentation and STR classification (upper midscale, midscale, etc.). Therefore, Visit Loudoun group sales should continue to coordinate sales efforts with those properties hosting groups in Loudoun County. Leisure Feeder Markets Hoteliers were asked to rank the top four leisure feeder markets for their hotel/motel property. The markets are ranked by the total number of responses by hoteliers. Loudoun County s top leisure feeder markets continue to be reported as the metro cities of Philadelphia, Richmond, Baltimore, New York and Pittsburgh (compared to prior year s reports). Most of the cities listed outside of the metro-dc are within a four to six hour drive market. Top Ranked Leisure Feeder Markets # of Responses Market Segment Rankings Score 1. Philadelphia, PA (180 miles) 9 2. Richmond, VA (140 miles) 7 ALL DULLES / HWY 7 LEESBURG Corporate Weddings Leisure Government SMERF Baltimore, MD (83 miles) 6 4. New York, NY (267 miles) 6 5. Pittsburgh, PA (230 miles) 4 6. Ashburn 3 7. Dulles 3 8. Sterling 3 Sports Group Tour / Motorcoach Association

12 2016 Lodging Market Analysis Room Booking Sources The YSI survey of Loudoun County lodging properties asked the hoteliers to put in rank order the following list of room booking sources. Twenty-four properties responded and clearly identified their hotel website and central reservation office as the top sources for reservations. The lodging properties do not rely on third party sources (OTA s) for large quantities of bookings. This data confirms national research data that indicates that travelers tend to shop on OTAs and buy on brand specific sites. Loudoun County Lodging Top Ranked Booking Sources Rank Order Rank Average # of Responses Hotel s website Central reservation office Expedia Other Other: Booking.com (2) Calling directly to the hotel C-vent GDS Group reservations by way of Hilton Personalized Group Web Page Other websites Return loyalty guests Sales effort Hotels.com Priceline Orbitz Travelocity Hotwire.com Trip Advisor Kayak Travel Zoo Airline Websites